| Description |
1 online resource |
| Series |
SAGE research methods. Cases |
|
SAGE research methods. Cases
|
| Summary |
While target market segmentation is one of the most fundamental and celebrated concepts in marketing, targeting at-risk ethnic minorities with products considered harmful is simultaneously viewed as unethical, bordering on criminal. At the same time, it appears that minority wine consumers may feel ignored by wine marketers, distributors, and producers, despite the fact that ethnic minorities (African Americans, along with Asians and Hispanics) are the fastest-growing market segment in the United States. This study characterises this phenomenon as a case of the market segment 'peering through the looking glass' (a reference to Alice in the classic tale 'Alice's Adventures in Wonderland', and her desire to be on the other side of a mirror or looking glass) |
| Bibliography |
Includes bibliographical references |
| Notes |
Online resource; title from home page (viewed on November 19, 2015) |
| Subject |
African Americans -- Research -- Case studies.
|
|
Focus groups -- Case studies.
|
|
Wine and wine making -- Research -- United States -- Case studies.
|
| Genre/Form |
Case studies.
|
|
Case studies.
|
| Form |
Electronic book
|
| Author |
Hammond, Rhonda, author
|
| ISBN |
1473951151 (ebook) |
|
9781473951150 (ebook) |
|
